B

Backlinks

Backlinks, also called inbound links, are hyperlinks that point from one website to another.
Business intelligence

Business intelligence (BI) is an integrated set of technologies, processes and methods that turn raw data into strategic information a company can use to make informed…
Business strategy

Business strategy is the set of decisions through which a company chooses what to do and what not to do in order to reach its long-term goals, improve its competitive…

C

Clout chasing

Clout chasing is a communication practice that consists of strategically associating yourself with popular figures, trending topics or viral content in order to increase…
Competitive moat

A competitive moat is what keeps competitors from copying a company’s advantage and, with it, the margin that advantage brings.

Frozen middle

The frozen middle is the situation in which middle managers, who should turn the strategy decided at the top into practice, resist change and slow down innovation.

Kanban

Kanban is a method for managing the flow of work visually, born at Toyota in the 1940s, that uses cards and boards to show, limit and improve how tasks move through the…

Strategic framework

A strategic framework is an organized system of principles, processes and practices that helps an organization deal with complex problems and put strategic solutions…

Trendjacking

Trendjacking is a marketing strategy that consists of picking up a cultural trend, a current event or a viral phenomenon to amplify a brand’s communication.

UTM parameters and URL tracking

UTM parameters are tags added to URLs to measure how well digital marketing campaigns work: they tell you which source, channel and campaign each visit comes from.

Value stick

The value stick is a diagram that shows how the value a company creates is shared among customers, the company, employees and suppliers, from willingness to pay (WTP)…

WTP: willingness to pay

Willingness to pay (WTP) is the most a consumer is prepared to spend on a product or service.
WTS: willingness to sell

Willingness to sell (WTS) is the least a seller is prepared to accept to part with a product or service.